pr
Content marketing: 6 steps to make your content go further
Content marketing is the buzzword du jour for businesses these days. And, in many ways, the hype is entirely justified. Content should form a central part of most PR and marketing campaigns (some would say it always has) and, now more than ever, with the growth of social, digital and search, content marketing can contribute towards significant ROI for your PR campaigns. Before everyone gets too excited, it is worth bearing in mind that content for content’s sake just won’t cut the mustard. Objectives, strategies and tactics all have to be aligned in the right way, from the start, to really succeed. We recently published a new case study on the EML Wildfire site from one of our clients EPiServer, who achieved a 200% ROI on a recent PR campaign we ran. The campaign had content at it’s heart. With the aim of targeting UK marketers, we undertook research to find out how leading UK companies are using social media and online communities. The resulting whitepaper was downloaded 122 times with five deals closed as a result. Here are six all-important steps that we believe are vital to ensuring your content marketing achieves ROI: